دور تنشيط المبيعات في النية الشرائية الدور الوسيط لثقافة العميل : دراسة حالة تطبيق على سنا مارت وعفراء مول

Abstract

This study aimed at identifying the sales promotion and its impact on the intention of the purchase and to know the role of the customer culture in mediating the relationship between sales activation and the intention of purchase. In order to achieve the objectives of the study and test its hypotheses, a simple random sample of (150) consumers from Sina Mart customers was chosen in Afra Mall (Khartoum). The questionnaire was distributed to the study sample and (142) questionnaires were analyzed. The descriptive and analytical approach was adopted, as appropriate to the nature of the study, and a statistical approach was used through the AMOS program. The study found a relationship between sales activation and purchase intention. The results of the study also indicated that there is a positive relationship between sales activation and purchasing intention. There is also a positive relationship between sales activation and customer culture and purchasing intention, the customer culture after (diversity), meditates the relationship between sales activation and purchasing intention customer culture yet (family) meditates the relationship between sales promotion and purchasing intention. Based on these results, a number of recommendations were made, including the need for malls to pay more attention to means of incentivizing sales, especially discounts and competitions, due to their impact on purchase intent, which was positively reflected in increased sales.